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Some sites are completely free and depend on advertising for revenue.
Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.
At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.
The stigma associated with online dating dropped over the years and people view online dating more positively.
Some have a broad membership base of diverse users looking for many different types of relationships.
Such sites earn revenue from a mix of advertising and sale of additional options.
This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.
Over 50% of research participants in a 2011 study did not view online dating as a dangerous activity, whereas 43% thought that online dating involved risk.
Because online dating takes place in virtual space, it is possible for profile information to be misrepresented or falsified.